Winning a hotel beverage RFP takes more than presenting a strong wine or spirits portfolio. Suppliers must understand the hotel’s business, follow the submission requirements carefully and demonstrate how they can support the program after the products have been selected.

These lessons were shared during the IBWSS San Francisco panel, Winning Hotel Beverage RFPs: What Buyers Really Want. Moderated by Evan Traub, Director of Accounts at IMI Agency, the session featured David Samuel of Hyatt Hotels, Katherine Wojcik of IHG Hotels & Resorts, Stephanie Mallory of The Wine Group and Todd Kudra of Proximo Spirits.

1. Read and Follow the RFP

The first requirement is simple: read the entire RFP carefully. Every question, deadline and requested document is included for a reason. An incomplete or poorly prepared response may suggest that the supplier will also struggle to manage distribution, communication and execution after winning the business.

Suppliers should clearly provide the requested pricing, availability, distribution coverage, product specifications and program support. Accuracy and attention to detail help establish confidence from the beginning.

2. Understand the Hotel and Its Guests

A generic proposal is unlikely to stand out. Suppliers should research the hotel group and, where possible, visit its properties. Understanding its bars, restaurants, event spaces, price points and guest profile makes it easier to propose products that fit the business.

Hotels are not simply buying bottles. They are building beverage programs that must work across different properties, outlets and service occasions. A product should support the hotel’s positioning while also meeting its operational and commercial needs.

Hyatt Hotels Corporation

3. Show How You Will Support the Program

Product quality is essential, but buyers are also evaluating the supplier behind it. A strong proposal should explain how the company will support staff training, cocktail development, marketing activations, menu creation, sales analysis and property-level execution.

Hotels want partners that will remain engaged after the placement is secured. Suppliers should explain who will manage the account, what resources will be available and how the program will be supported over time.

4. Offer Solutions to Hotel Challenges

Hotels are managing labor shortages, sustainability targets and changing guest expectations. Suppliers that offer practical solutions to these challenges can strengthen their proposals.

Pre-batched cocktails may improve speed and consistency, alternative packaging may reduce waste or storage requirements, and exclusive products may give guests something they cannot easily find elsewhere. Innovation is most valuable when it improves operations, strengthens the guest experience or generates better returns.

5. Confirm Distribution and Supply

Even the strongest product will not succeed if it cannot be delivered consistently. Suppliers should be transparent about distribution, production capacity, lead times, pricing and inventory.

For multi-property and national hotel programs, buyers need confidence that products will remain available across the required markets. A clear supply and implementation plan can be as important as the product itself.

6. Build the Proposal Around the Buyer

The main lesson from the IBWSS panel was clear: successful RFP responses are built around the buyer’s business. Suppliers must listen carefully, understand the hotel’s operations and show that they can deliver a relevant product with reliable supply and long-term support.

Winning the RFP is only the beginning. The suppliers that succeed over time are those that execute consistently, communicate clearly and operate as genuine partners.

Attend IBWSS San Francisco With Early Visitor Pricing

Visitor registration for the IBWSS San Francisco is now open. Buyers, suppliers and beverage professionals can secure their Super Early Bird tickets now and access the lowest available pricing. The 10th edition will happen at the same location in South San Francisco in San Francisco and on July 27-28, 2027.

Attend IBWSS to meet sourcing partners, discover bulk and private-label opportunities and learn directly from leading beverage buyers and industry decision-makers.

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